Inside New York’s Cannabis Vape Boom: Trust, Innovation And Consumer Trends

The cannabis vape market in New York is coming close to its fourth year, but according to Jaunty Co-Founder and CEO Nicolas Guarino, it feels like the industry is in its first. With cannabis retail footprint growing by the day and fresh teams entering the field addressing consumer demand, the vape category has quickly become one of the most dynamic parts of the state’s cannabis economy.

“Vapes currently account for about 25–28% of all legal cannabis sales in New York—roughly $40 million a month,” Guarino said. “That’s already a quarter of the market, and we believe it will grow past 33% as younger consumers lean into convenience and as the industry continues to prove vape safety and quality.”

In terms of preferences between vapers and traditional flower, New Yorkers tend to move fluidly between products, Guarino explained.

“A lot of consumers will roll a joint at home, but keep a vape pen for when they’re out,” he said. “The real difference is with edibles—those consumers tend to avoid inhalables altogether, which is why at Jaunty, we make sure our edibles are inclusive and meet those customers where they are.”

Legalization of recreational cannabis use in New York has been a turning point for vapes in the Empire State. Safe, tested and regulated products have allowed consumers to build trust following the fallout of the illicit “vape-gate” crisis several years ago. However, challenges persist, as unlicensed shops continue to operate selling untaxed, untested vapes at lower prices, Guarino continued.

“Trust, safety, and reliability win over time,” Guarino emphasized, adding that stronger enforcement will be critical for consumers to shift to safer legal products.

In the meantime, innovation is one of the key factors defining the vape market. Jaunty has leaned into seasonal strains, rotating drops, and limited runs to keep products fresh. At the same time, it maintains a lean SKU strategy that simplifies operations for retailers.

“We’ve rolled this out with our distillate line already, and we’re working hard to bring that same energy to live resin and solventless. It’s all about keeping things fun and fresh,” Guarino said.

However, transparency remains at the core of a slow process of gaining confidence from both consumers and business partners.

“Every package, every piece of collateral, and every sales training emphasizes exactly how our oil is extracted, what solvents were used, and what the test results show,” Guarino noted. “We put our COAs on every product on the website, so consumers can see there are zero contaminants left behind.”

Instead of expanding widely, Jaunty is digging deeper into the New York market.

“New York is home, and we believe this market is just getting started,” Guarino said. “Over the next 3–5 years, the opportunity here alone is massive, and we want to be fully focused on owning that story.”